It’s a new year, which means plenty of opportunity for growth and change in the world of TV. Last year, the TV industry learned a lot amid increasing consolidation, declining upfront prices, and shifting consumption. Now, it appears that ad-supported streaming, new forms of measurement, and commerce media are set to take center stage.

As part of ADWEEK’s ongoing outlook coverage previewing the year ahead, we asked 14 TV executives, ad sales leaders, and insiders about what topics and trends they think will dominate the industry in 2025.

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“Currency will continue to be a hot topic in 2025 as Nielsen’s Big Data product is fully rolled out and the debate over the strengths of various currencies continues,” says UM Chief Investment Officer Marcy Greenberger.

Read more in Adweek.